The Fresh Market has accumulated 1 million loyalty program members just seven months after it launched its Ultimate Loyalty Experience, according to a Wednesday press release.

Debuting in mid-March, The Fresh Market’s Ultimate Loyalty Experience (ULX) offers “members-only” pricing and offers, including exclusive access to digital coupons, rewards for repeated item purchases through the Club Hub, and a free slice of Ultimate Birthday Cake for a member’s birthday month, per the grocer’s website. 

On average, members save up to $50 each week by purchasing specialty products at membership prices, according to the announcement.

To celebrate this milestone, the North Caroline-based grocer is holding a One Million Members Sweepstakes which, according to the press release, will involve The Fresh Market selecting one ULX member in each of its 160 locations to receive $25 in rewards during the month of October. Each sweepstakes ends on Oct. 17 and winners will be announced around Oct. 18 with rewards deposited directly into their ULX account, The Fresh Market outlined in its official rules. 

Loyalty programs, specifically digital loyalty programs, have been a growing trend as grocers continue to battle inflation. FreshDirect announced in early August it had joined forces with BAM Strategy, a digital marketing agency, to build and roll out the online grocer’s first loyalty program by early 2023. Later that same month, Walmart unveiled a rewards program for Walmart+ members.

Earlier this October, Giant Food announced enrolling one million members into its loyalty program, Flexible Rewards. In celebration, the grocer began a new, limited-time promotion allowing members to redeem points on popular store brand products including milk, bacon, vegetables and bread.